Ariel Ureta: Back with a mission

Say Ariel Ureta to someone in his 40s and a light bulb will automatically flash in his mind. But mention Ariel’s name to a teenager and you’ll get a puzzled look for an answer.

But once a TV guy, always a TV guy. Ariel is finally back in a medium he’s not only comfortable in, but an expert at. ANC (ABS-CBN) News Channel got him to host My Favorite Show. He’s back in his element again, interviewing celebrities about what else, their favorite things.

Ariel’s comeback medium may not be on free TV, which he lorded over for quite some time. But that’s just fine. It’s just a matter of making the most of what’s given to you.

After all, his role in ANC is nothing to sniff at. He (along with Boy Abunda, who hosts Private Conversations Thursdays, 6 to 7 p.m. on ANC) lightens up an otherwise staid cable channel with shows on news, politics , money, the economy, etc. A channel broadcasting news 24 hours does need ‘softer’ programming every now and then.

Besides, TV hosts — whether on free TV or cable — can take a cue from Ariel. Didn’t he perk up late nights with Dawn Zulueta on RSVP, and exchange witty repartee with Tina Revilla in Ariel con Tina? And oh yes, didn’t he dare rock the boat with his famous one-liner "Sa ikauunlad ng bayan, bisikleta ang kailangan"? That one-liner really got the late Ferdinand Marcos’ goat.

The same overriding interest in people persists in Ariel the host, who was once upon a time an advertising executive.

"A good host must be a good assist," he intones. It’s the same old adage about learning how to listen all over again.

And yes. Entertaining televiewers need not be synonymous with inanity, he adds. You can be entertaining and intelligent at the same time. It’s just a matter of approach. Preach to your audience and they’ll switch to the other channel. But give them witty one-liners that will make them think without ever suspecting it, and you’ve won half the battle.

"We don’t need gyrating bottoms to entertain the masses," Ariel declares, careful not to name names.

Back then, he recalls, he wrote his own spiels himself. He wasn’t at the mercy of the idiot board. So the punchlines came like water from a gushing stream. No wonder he thinks it’s his mission to bring back those good old days on Philippine TV when one need not talk down to the masa to be effective; when a show need not resort to gimmicks, shock value and intrigues to rate.

Told that this must be why destiny decreed that he return to TV after so long, Ariel shrugs. All he knows, Ariel says, is "I want people to be better than me. Television can be entertaining without being inane. We can make it work."

Sounds utopian? Ariel has proven his formula works. He’s out to prove it again, this time before a new generation of televiewers.

"I want a show with character, with a unique selling proposition that makes it different from the rest," this former advertising man declares.

And yes, Ariel admits he’d love to return to free TV someday. The teacher in him just can’t wait to show today’s new breed of hosts how they can keep viewers glued to their sets without turning them off with shocking statements.

After so long, it’s about time. ANC couldn’t have picked a better host for its new, re-energized programming.